Transcript A Marketer`s Template for Creating Buyer Personas

A Marketer’s
Template
for Creating
Buyer Personas
Table of Contents
1
A Brief Introduction to Buyer Personas
2
How to Present Your Buyer Persona
3
An Example of a Complete Buyer Persona
1
A Brief
Introduction
to Buyer
Personas
What Are Buyer
Personas?
?
Buyer personas are fictional representations of your ideal customers.
They are based on real data about customer demographics and
online behavior, along with educated speculation about their
personal histories, motivations, and concerns.
How Are Buyer
Personas Created?
?
Buyer personas are created through research, surveys, and interviews of
your target audience. That includes a mix of customers – both “good”
and “bad” -- prospects, and those outside of your contact database who
might align with your target audience. You’ll collect data that is both
qualitative and quantitative to paint a picture of who your ideal customer
is, what they value, and how your solution fits into their daily lives.
How Do You
Socialize A
Buyer Persona?
?
So you’ve done the research and conducted all the interviews …
you’ve finally figured out who your buyer persona is. Congratulations!
But how do you communicate that new understanding of your target
customer with your entire organization? After all, if your sales and
marketing teams don’t understand who they’re speaking to, it’s hard
to craft a message that really resonates.
Use This Template!
That’s why we’ve created this handy-dandy PowerPoint – so you can
quickly explain your buyer persona and disseminate that information
across the organization in a palatable, organized format. This
template will walk you through how to input and format the
information you’ve collected about your persona in a way that’s
extremely easy for your entire company to understand. And since your
research is already done, this is the easy part!
2
How to
Present Your
Buyer
Persona
Company ABC
Buyer Persona Overview
Month, Year
Persona Name
BACKGROUND:
• Basic details about persona’s role
• Key information about the persona’s
company
• Relevant background info, like
education or hobbies
DEMOGRAPHICS:
• Gender
• Age Range
• HH Income (Consider a spouse’s
income, if relevant)
• Urbanicity (Is your persona urban,
suburban, or rural?)
IDENTIFIERS:
• Buzz words
• Mannerisms
Persona Name
GOALS:
• Persona’s primary goal
• Persona’s secondary goal
CHALLENGES:
• Primary challenge to persona’s
success
• Secondary challenge to persona’s
success
HOW WE HELP:
• How you solve your persona’s
challenges
• How you help your persona achieve
goals
Persona Name
REAL QUOTES:
• Include a few real quotes –
taken during your interviews –
that represent your persona
well. This will make it easier for
employees to relate to and
understand your persona.
COMMON OBJECTIONS:
• Identify the most common
objections your persona will
raise during the sales process.
Persona Name
MARKETING MESSAGING:
• How should you describe
your solution to your
persona?
ELEVATOR PITCH:
• Make describing your
solution simple and
consistent across everyone
in your company.
3
An Example
of a Complete
Buyer
Persona
Sample Sally
BACKGROUND:
• Head of Human Resources
• Worked at the same company for 10
years; worked her way up from HR
Associate
• Married with 2 children (10 and 8)
DEMOGRAPHICS:
• Skews female
• Age 30-45
• Dual HH Income: $140,000
• Suburban
IDENTIFIERS:
• Calm demeanor
• Probably has an assistant screening calls
• Asks to receive collateral mailed/printed
Sample Sally
GOALS:
• Keep employees happy and
turnover low
• Support legal and finance teams
CHALLENGES:
• Getting everything done with a
small staff
• Rolling out changes to the entire
company
HOW WE HELP:
• Make it easy to manage all
employee data in one place
• Integrate with legal and finance
teams’ systems
Sample Sally
REAL QUOTES:
• “It’s been difficult getting companywide adoption of new technologies in
the past.”
• “I don’t have time to train new
employees on a million different
databases and platforms.”
• “I’ve had to deal with so many painful
integrations with other departments’
databases and software.”
COMMON OBJECTIONS:
• I’m worried I’ll lose data transitioning
to a new system.
• I don’t want to have to train the entire
company on how to use a new system.
Sample Sally
MARKETING MESSAGING:
• Integrated HR Database
Management
ELEVATOR PITCH:
• We give you an intuitive database
that integrates with your existing
software and platforms, and lifetime
training to help new employees get
up to speed quickly.
Want to see if your new personas have
helped your sales and marketing efforts?
Sign up for a Free 30-Day Trial
of HubSpot’s Marketing Software:
http://bit.ly/HSFreeTrial12